q The Best Way to Reach Gen Z - Harcourt Health

The Best Way to Reach Gen Z

Generation Z is bringing big changes to the US economy. With over $143 billion in annual spending, Gen Z’s share of the global income is on track to eclipse Millennials’ by 2031. On top of their impressive spending power, Gen Z boasts the monikers of “diversity generation” and “best educated generation in America.” 48% of the generation is non-white, 20% is part of the LGBTQ+ community, and 57% enroll in postsecondary education. 

Why do these distinctions matter? They influence how Gen Z chooses to spend their money. Only 36% of Gen Zers express a strong connection to any particular brand. Instead, Gen Z buys based on perceived company values. Of particular importance to them are sustainability and inclusion. A majority of those surveyed want to see brands embrace inclusivity in advertising and company-wide initiatives. Particular actions companies can take include hiring more diversity in senior leadership, allowing customers to search gender neutral clothing and accessories, and adding no-binary gender options to forms. 
If your brand hasn’t adopted a Gen Z focused marketing strategy already, it’s endangering the company’s future. The world is always changing, and learning to adapt to new consumer preferences ensures money is not left on the table.

How Gen Z Relates To Brands and How it Will Disrupt Global Markets